A Petter Life and Brand Sentry's awareness campaign against animal abuse

The last couple of years have witnessed an alarming rise of animal abuse cases in India, making it imperative to raise a voice and create awareness around their basic right to live and co-exist now more than ever. With an objective to change perceptions around dogs and strays in particular, A Pettter Life and Brand Sentry have come together to launch a year long campaign under the title #OurStreetsTheirHome. 

To launch the campaign, Brand Sentry created an overwhelming and heart wrenching video, that shares the perspectives and day to day struggle of many street dogs. The video aptly depicts that all these innocent beings crave for is love and affection. The plot centers around the vision that these animals do not wish to be hurt or hated, highlighting the importance of allowing them to co-exist with humanity under this one sky. The animals living on the streets are often victims to gruesome and intentional acts of violence that lead a poor quality of life, and this campaign aims to change exactly that.

Dispelling the myth that street dogs are dangerous, the campaign aims to be the voice for millions of dogs in the country who are often considered to be inferiors, untouchable and even harmful and instead highlight their true characteristics which include compassion, undying loyalty and protection. With ‘kindness’ and ‘coexistence’ being the foundation of the campaign, it highlights simple ways in which mankind can make a difference to their lives, and at the same time allow them to live as peacefully as humans.

 

Sharing her thoughts about the drive, Anjali Kalachand, Co-founder, A Petter Life said, “The campaign is very close to my heart aims to give these unheard animals a voice. While we do have a fair share of animal lovers in the country, yet there is shift in perception that needs to be happen to ensure the safety of animals, especially the ones on the street. Our streeties are unfortunately often ill-treated or looked down upon. The crux of the campaign is to educate people that animals intend no harm or do not represent a threat to anyone. All they need is a community in which both, man and animals can live in harmony.”

Expressing her delight about the campaign, Vishakha Mota, Founder, Brand Sentry, said, “This is our passion project and being a dog mom and a feeder, this initiative is an extension of what I stand for personally. In just the last one year, on a personal level the cases of animal abuse that I have seen and helped with, is nothing but heartbreaking. It was only natural for us to tie up with A Petter Life to raise our voice and work tirelessly to change how poorly the life of an animal is valued in our country. The video is just the beginning of what is going to be a year of efforts on both the ground and digital level to give all animals a fair chance at life. “

The year-long campaign will address various issues around dogs and other animals, thereby providing them with a voice to raise awareness about animal abuse. In its pilot phase, the campaign has been launched across social media platforms like Instagram and Facebook. The video launched on Raksha Bandhan has received an overwhelming response with reach of over lakh and250 shares, all organically. 

As the next step, A Petter Life and Brand Sentry have set up a donation account to help feeders and NGOs across the country feed as many strays as possible. The campaign will see regional and on ground efforts to change this perception at the grass root level. 

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